Event text message campaigns can help you generate interest in your events and boost ticket sales. SMS messages sent to the right people at the right times can remind people about upcoming ticket deadlines, promote special experiences, encourage last-minute purchases, and make it easier for attendees to plan their visits.
The key is sending the most relevant messages to the best audiences exactly when they’re most likely to act, and of course, you need to give them a reason to act right now.
The 10 event text message campaigns discussed in this article include SMS examples you can adapt for your events. Each campaign supports a different stage of the ticket buyer journey, from the initial announcement through post-event engagement.
For a more comprehensive look at text message marketing strategy, audience segmentation, and compliance, be sure to read our Complete Guide to Event SMS Marketing.
Key Takeaways
- Event text message campaigns can increase ticket sales, attendance, and return on investment (ROI) when the right content is sent to the right subscribers at the right times.
- Ticket announcements, presales, pricing deadlines, special attractions, and last-minute reminders can encourage ticket, add-on, and upgrade purchases.
- Event-week reminders and event-day updates help attendees prepare and navigate the event as well as streamline event operations.
- Audience segmentation, opt-in consent, and campaign performance tracking are essential to the success of any SMS marketing strategy.
Table of Contents
1. Exclusive Presale Access Campaign
Presale campaigns reward subscribers with early access to tickets before they’re available to everyone else. This SMS message works very well for popular concerts, events offering premium seating or packages, and events with limited capacity.
Best Audience
VIP subscribers, past ticket buyers, loyalty members, and people who joined your presale waitlist
When to Send
When the presale starts plus an optional reminder message sent before the presale window closes
Example SMS
Your exclusive early access starts NOW! Get first choice of seats for the Summer Concert Series before public sales open Friday. [link]
Make sure your message tells recipients what the benefit is if they buy during the presale (e.g., the best seats, a discount, and so on). If there is a deadline or a limited number of presale tickets available, call attention to those details in the message. They create a sense of urgency that motivates recipients to buy now rather than waiting.
2. Ticket On-Sale Announcement Campaign
When you launch ticket sales, it’s the perfect time to send a text message to your SMS subscribers. The message should announce that tickets are now available to purchase, and it should include a link to your ticket sales page so recipients can buy immediately.
Best Audience
Opted-in subscribers who requested event announcements, previous attendees, and interested prospects
When to Send
When ticket sales officially open
Example SMS
Tickets are ON SALE for the Riverfront Music Festival! Get yours now and start planning an unforgettable weekend. [link]
Include a direct link to your ticketing page. If you offer multiple ticket types, consider directing people to a page where they can compare their options quickly.
3. Early Bird Pricing Deadline Campaign
Some people plan to buy tickets to your event, but they keep putting off the purchase. An approaching price increase gives them an urgent reason to make a decision and buy now. Send an early bird SMS campaign to encourage those subscribers to purchase before the special offer expires.
Best Audience
Interested subscribers who haven’t purchased tickets
When to Send
Approximately 24 to 48 hours before early bird pricing expires
Example SMS
Don’t miss your savings! Early bird pricing for the County Fair ends tomorrow at midnight. Get your tickets before prices go up. [link]
Be specific about deadlines and savings in the message, and include a link that leads directly to a web page where recipients can buy tickets at the early bird pricing. Don’t make them have to try to find the special offer on your website or ticket sales page. Instead, give them one click from the SMS message to access the offer and one click to buy.
4. Headliner or Special Attraction Announcement Campaign
A newly announced performer, attraction, or experience could be just the thing to encourage subscribers to purchase tickets, add-ons, or upgrades. For example, announcing a popular band at a festival or a featured aircraft at an air show could motivate undecided buyers.
Best Audience
Subscribers interested in your event, including previous buyers who might want additional tickets, add-ons, or upgrades
When to Send
Immediately following a major confirmed announcement
Example SMS
JUST ANNOUNCED! The Blue Angels are coming to the Coastal Air Show! See the full lineup and get your tickets today. [link]
Only send announcement messages that genuinely add value. If you send texts about every minor update, subscribers will feel message overload and could become less responsive.
5. Previous Attendee Re-Engagement Campaign
People who’ve enjoyed your event before are often the most likely to buy tickets for your upcoming event. Therefore, sending a targeted SMS campaign that acknowledges them, reminds them about their experience, and invites them back can be a great way to boost sales, especially advance ticket sales.
Best Audience
Previous attendees who opted in to receive promotional texts about future events
When to Send
When registration or ticket sales open for your next event
Example SMS
Tickets for the annual Harvest Festival are available now. Get yours now and make memories again this year. [link]
If your event offers multiple ticket types, segment your audience of previous attendees based on the type(s) of tickets they purchased in the past. Someone who previously purchased VIP seats will likely be motivated by different information than someone who bought a family admission package.
6. Upgrade and Add-On Campaign
Selling another ticket isn’t the only way to increase event revenue. You can also encourage existing buyers to purchase add-ons and upgrades that improve their experiences. For example, you can send SMS messages promoting VIP seating, premium parking, camping, special attractions, or other add-ons.
Best Audience
Existing ticket buyers who haven’t purchased the upgrade you’re promoting
When to Send
One to three weeks before the event, depending on availability
Example SMS
Make your rodeo experience even better! Reserved VIP seating is still available for Saturday. Upgrade your tickets here. [link]
Use ticket purchase information available through your event marketing software and ticketing platform integration to avoid promoting products recipients already own. Targeting the right buyers with the right messages always delivers the best results for event marketers.
7. Last-Minute Ticket Sales Campaign
As your event approaches, some people are still deciding if they want to attend. A timely reminder can encourage them to finalize their plans and buy. A last-minute ticket sales SMS campaign works very well for events that people can attend with relatively little advance planning.
Best Audience
Local subscribers and interested prospects who haven’t purchased
When to Send
One to three days before the event
Example SMS
The Downtown Food & Music Festival kicks off Saturday! Get your tickets now to avoid lines at the gate. [link]
Location-based segmentation can make last-minute promotion messages more successful, especially for events that attract a regional audience. For additional strategies, read the full Guide to Selling More Event Tickets.
8. Event-Week Attendance Reminder Campaign
Once someone purchases a ticket, your attention should turn toward helping them attend, so they have the best experience, which can lead to more ticket sales at your next event. Buyers may forget arrival times, overlook parking instructions, or have questions about what they can bring. A useful SMS reminder reduces confusion and gives them information they need. It also reduces questions and problems for your onsite team during the event.
Best Audience
Confirmed ticket buyers
When to Send
Approximately two to four days before the event
Example SMS
We’re excited to see you at the Fall Festival this Saturday! Gates open at 10 AM. Review parking, bag policies, and the event schedule before you arrive. [link]
Include a link that leads directly to a mobile-friendly information page rather than trying to squeeze every event detail into one text message. It’s a good idea to segment the ticket buyer audience by ticket type to ensure everyone gets the most relevant and useful information without any extraneous details that won’t apply to them.
9. Event-Day Updates and Reminders Campaign
Event-day text messages help you communicate important information when attendees need it most. For example, you can share parking updates, traffic warnings, entrance changes, schedule adjustments, weather-related announcements, and other operational information. This type of message reduces attendee confusion, improves the entry process, and helps your onsite team keep everything running smoothly.
Best Audience
Confirmed ticket holders
When to Send
When timely information needs to reach attendees on the day of your event
Example SMS
Speedway Update! The North Parking Lot is full. Please use the South Entrance for parking and event access. Updated directions here. [link]
For multi-day events, segment your audience by attendance date whenever possible. Someone attending Sunday shouldn’t receive a text message with Saturday’s parking updates.
10. Post-Event Thank-You and Return Invitation Campaign
Your event might be over, but the relationship with attendees can continue through SMS and event email marketing. A thank-you message gives you an opportunity to show appreciation, collect feedback, and encourage people to stay connected for future announcements.
Best Audience
Attendees who purchased tickets for your completed event
When to Send
Within one to three days after the event
Example SMS
Thanks for joining us at the Mountain Music Festival! We’d love your feedback. Tell us about your experience and sign up for updates about next year’s event. [link]
This campaign can help build a list of opted-in subscribers for your next event who are likely to be highly engaged with the campaigns you send in the future.
How to Get Better Results from Your Event SMS Campaigns
Before launching an event SMS marketing campaign, make sure you’re following relevant laws and best practices, including:
- Get Proper Consent: Only send marketing texts to people who’ve provided the required permission. A ticket purchase alone doesn’t automatically authorize promotional SMS messages. People need to opt in to receive them.
- Respect Opt-outs: Provide appropriate opt-out instructions and honor unsubscribe requests promptly. Always comply with the Telephone Consumer Protection Act of 1991.
- Segment Your Audience: Use ticket buyer data sync between your ticketing platform and your event marketing software to separate ticket buyers from prospects, and send targeted messages based on relevant event interests, purchase history, and attendance dates.
- Keep Messages Focused: Identify your event or organization, communicate one primary message, and include a clear call to action and link when appropriate.
- Track Results: Measure ticket purchases, attributed revenue, upgrades, link clicks, and unsubscribe rates to understand which campaigns are effective.
Importantly, build an event marketing timeline that includes both email and SMS marketing to get the best results.
Frequently Asked Questions About Event Text Message Campaigns
What are event text message campaigns?
Event text message campaigns are SMS communications sent to subscribers to promote ticket sales, announce event information, encourage attendance, and maintain relationships with attendees. They can be scheduled in advance or sent when important updates occur.
What types of SMS campaigns help increase event attendance?
Ticket on-sale announcements, early bird deadline reminders, presale promotions, last-minute ticket offers, and event-week reminders can all boost attendance. The most effective campaign depends on your audience and where recipients are in the ticket buying process.
How often should event organizers send marketing texts?
Only send text messages when you have relevant information, time-sensitive information, or a meaningful reason for subscribers to act. Consider your event timeline, audience expectations, and previous campaign engagement when deciding how frequently to communicate.
How do I measure the success of event SMS campaigns?
Track clicks, ticket purchases, attributed revenue, upgrades, and unsubscribe rates. Comparing results across campaigns and audience segments helps you identify which messages contribute most to sales and attendance. Make sure your ticketing platform integrates with your event marketing software and provides ticket buyer data sync, so you can track ticket sales and marketing ROI in real-time.
